The number of hotel brands continues to expand. Hilton has introduced Tempo by Hilton, a lifestyle brand that will cater to what the company has identified as "modern achievers." The announcement comes less than a year after Hilton launched its meetings-focused brand Signia, and 15 months after launching the Motto by Hilton microhotel lifestyle brand. This addition brings the total number of Hilton brands to 18.
Hilton surveyed more than 10,000 consumers in this "new demographic" and found that "70 percent of respondents are willing to pay a premium for a more thoughtfully crafted hotel offering," Hilton global head of new brand development Phil Cordell said in an email. "We also found that our segment is two times more likely to see their hotel choice as a reflection of their success."
Rather than identify the demographic by an age range, the company's research found this segment to be "united by their mindset and lifestyle choices," Cordell said. "This traveler is ambitious, constantly working toward personal and professional goals and looking for ways to improve themselves and the world around them. You'll often find them trying out the latest high-intensity workout program, looking for the cool new local coffee shop or volunteering throughout their communities."
Cordell added that Hilton expects to see a business/leisure mix of around 60 percent to 40 percent and anticipates that its business travelers "will be primarily in the financial services, IT, sales and consulting industries."
Tempo by Hilton includes partnerships with lifestyle brands Thrive Global from Arianna Huffington and culinary firm Blau + Associates. Thrive Global in-room offerings include videos and "Microsteps" ranging from writing, stretching and breathing exercises to meditative visual and audio content available through the in-room TV. Additional room features include a "Get Ready Zone" with a desk and backlit mirror that can double as a second vanity, an open-concept closet, steamer and mini-refrigerator.
Food options include an in-lobby complimentary tea and coffee bar, a casual café, a limited market and a bar with craft cocktails, non-alcoholic cocktails and small plates. Additionally, Blau + Associates will collaborate with Hilton to form a chef collective advisory board to help curate seasonal menus.
There also will be a flexible meeting space for small groups or social events which will be available for general guest use when the space isn't reserved. And Hilton has aligned the brand with its Travel with Purpose sustainability program, including responsible seafood sourcing, hydration stations throughout the property for refilling bottles, a food-waste program, and full-size that amenity dispensers to reduce disposable plastics.
"The Tempo by Hilton team is primarily focused on new-build properties; however, we will consider conversion and adaptive reuse opportunities on a case-by-case basis," Cordell said. To date, Hilton has more than 30 commitments to the new brand in U.S. markets including Atlanta, Boston, Charlotte, Houston, Lexington, Los Angeles, Maui, Nashville, New York, San Diego and Washington, D.C. An additional 30 deals are in various stages of development, he said.
Cordell said the first Tempo by Hilton is expected to open in mid-2021, and that the company currently is prioritizing growth in the U.S., but "we do see opportunity to expand the brand into international markets such as Canada, the Caribbean and Latin America in the coming years."